Reading Analytics

Analytics, in the sidebar, shows your website traffic and what it turns into: visitors, sessions, leads, and where each came from. Every number is computed from the pageviews, events and leads recorded for your sites. Nothing on the page is estimated.

The toolbar

• Visitors online: the sessions active in the last 60 seconds. Click it to see which pages they are on.
• Sites: All sites, or one of your domains. A domain narrows pageviews, events and leads to what its tracking key recorded. Leads that carry no tracking key, such as calls, chats and leads added by hand, appear only under All sites.
• Range: Today, Yesterday, Last 7 days, Last 30 days and Last 90 days. The arrows step a window of the same length back in time, and forward again up to today.
• Granularity: how the chart is bucketed. Today and Yesterday by the hour; Last 7 days by the hour or by day; Last 30 days by day or by week; Last 90 days by day, by week or by month.
• Share, Export CSV and Refresh.

Days and hours are your own: each day and each chart bucket follows the timezone of the device you are using. Every change badge compares the period with the one before it of the same length. While the current period is still running, the previous one is cut to the same elapsed portion, so half a day is compared with half a day.

The cards, and what each counts

• Visitors: distinct visitors. A visitor is recognised for one day at a time, without cookies, from their connection and browser. That day runs midnight to midnight in universal time, not in your timezone: a visit under way when it passes stays one visitor, but a visitor who comes back after it counts again, even later the same day for you.
• Sessions: One session is one visit to your website: someone arrives, looks around, and leaves. The same person coming back later is a new visit. A visit ends after 30 minutes without a pageview; the next pageview starts a new one.
• Pages / session: pageviews divided by sessions.
• Pageviews: every page load. A page that stays open keeps updating its own record as time passes rather than being counted again.
• Leads: leads created in the period. Archived leads, duplicates and test leads are left out.
• Conversion: Of every hundred visitors, how many became a lead: a form, a call or a chat.
• Engagement: the share of visits that were engaged. A visit that did more than glance: the person looked at more than one page, stayed a little while, or got in touch. In figures, that is two or more pages, more than 10 seconds on the site, or a lead. The bounce rate is the rest. The share of visits where the person left after a single page, without staying long or getting in touch. It is the opposite of engaged visits. Hover the card to see it, and it is in the CSV export.
• Time on Page: the average time a page stayed open, over the pages with a time recorded. Extreme values are capped so one forgotten tab cannot skew it.
• Avg. Scroll: how far down the page visitors scrolled, on average.
• LCP: How long a visitor waits before the main part of your page is on screen, in seconds. Lower is better. See Page speed.

Every card carries a change badge against the previous period and a small bar chart of the period. The badge is absent when there was nothing to compare with. Click the Visitors card to switch the chart to New vs Returning Visitors and reveal the visit-count filter.

The chart

The chart plots Unique Visitors or Pageviews, switched at its top right, or New vs Returning Visitors while the Visitors card is active. Hover any point for the exact figures. The last segment is drawn dashed while its day, week or month is still in progress, so a period that has only just begun does not read as a drop.

Mark a date on the chart adds an annotation: a date and a label of up to 80 characters, such as the day a campaign started. Annotations belong to your company and are never part of the shared report.

The panels, top to bottom

• Pages: Hostname, Page, Entry page and Exit page, each row counting the visitors who saw that page. An exit page is the last page of a session in the period, counted once per session.
• Traffic Sources: Channel, AI, Source, Referrer, Campaign and Keyword, each counting visitors. Source: The site or platform the visit came from, such as Google, Facebook or Yelp, or Direct when the person typed your address or used a bookmark. Channels are explained on What the channel names mean. AI lists the assistants that sent visitors, with the leads among them. Keyword is the search term carried in your landing page address; keywords from Google Search Console live in the SEO section.
• Geography: a map, then Country, Region and City, counting visitors.
• User Journey: see User Journey.
• Goals: one row per goal set up under Settings, Goals. Each shows the visitors who completed it beside the total number of completions, how many of those visitors became leads, and the rate, which is completing visitors out of all visitors in the period. The panel is hidden while a visit-count filter is on.
• Cost per lead and ROAS: see Cost per lead and ROAS.
• Conversion: By source, By page and By device, with visitors, leads, the rate and the revenue from leads marked Won. A rate shows a dash when the row had no tracked visitors, with the note: No tracked visitors for this row in the period, so a rate cannot be computed. It shows >100% when there were more leads than matched visitors, with the note: More leads than matched visitors. A lead is counted on the page it was submitted, but not every submission has a matching pageview in this window.
• Calls: Total calls, Answered, Missed with its share of calls, First-time and Repeat, from your call leads in the period.
• First response: how fast your team first contacted new leads: the median, the ninetieth percentile, how many were responded to, how many are still awaiting a response, and the share answered within an hour. It appears only when there is something to show, and it is hidden while a filter is on.
• Technology: Browser, OS and Device, counting visitors. Shares are taken over the pageviews where that detail is known.
• Scroll Depth: pageviews grouped into four bands, 0-25, 26-50, 51-75 and 76-100 percent of the page.
• Visitors: New visitors and Returning visitors, and the Top Exit Pages.
• Contact Intent: Phone clicks, Email clicks, WhatsApp clicks, CTA clicks, Chat opens and Form starts; Form completion, which is form leads out of form starts; Abandonment by page once at least two pages have form starts; Custom Events with the values they carried; and the Phone Numbers clicked most.
• Outbound Links and File Downloads, shown once there is at least one.

A panel with a DETAILS button opens the full list for that tab, with a search box and Load more.

Export

Export CSV downloads what the page loaded for the selected site, range and filters as one spreadsheet file: the summary, traffic over time, pages, entry and exit pages, sources, referrers, campaigns, keywords, conversion by source, page and device, devices, browsers, operating systems, countries, regions, cities, contact intent, custom events and calls.